An Elegant Solution For Tracking and Executing Semantic SEO

searchmarketingexpo.com@Mike_Arnesen

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Tag Management. Engage!THE NEXT GENERATION OF STRUCTURED DATA: An Elegant Solution for Tracking & Executing Semantic SEO


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Mike ArnesenDirector of Analytics & Optimization

at SwellPath@mike_arnesen


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Downloadbit.ly/semantic-west


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Rich snippets that

don’t need microdata!


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No elegant solution


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How about?

1. Track which pages display rich snippets

in the SERPs

2. Look at traffic to organic landing pages

3. Merge and match up the data


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That’s not good enough!


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Exhibit A


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Exhibit B


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There’s got to be

a better way!


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We can re build it.

We have the technology.


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Tag Management. Engage!


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1. Tags

2. Rules

3. Macros

A Quick Overview

of Tag Management


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The ones you used to hardcode

Tags

Google Analytics Tracking Code

Event Tracking

AdWords Conversion Pixels

Remarketing Tags

Custom HTML/JavaScript


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A rule triggers a tag(s) to fire

Rules

Fire when URL = x

Fire when Event = x

Fire when Class = x

Fire when {{macro}} = x


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Variables you can use in tags and rules

Macros

{{tracking IDs}}

{{event values}}

{{lookup tables}}

{{dataLayer variables}}

{{custom JavaScript}}


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A Basic Example


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But wait…

there’s more.


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Analytics, meet semantics.


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Applying the principles of

the semantic web to your

analytics & data collection methodology

moz.com/blog/semantic-analytics


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1. Tags

2. Rules

3. Macros

Walk-through time!


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1. Macros

2. Rules

3. Tags

Walk-through time!


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“Semantic Markup Detection”

Macro

Detects semantic markup in source code

function () {

var SemElem = document.querySelectorAll('[itemtype*="Event"]');

SemElem = SemElem.length > 0 ? true : false;

return SemElem;

}


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“Semantic Values”

Macro

Dynamically builds labels for analytics

function () {

var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0];

var performer = $('[itemtype*="Event"] [itemprop*="performer"]') .text();

venue = $(venue).text();

label = performer + " at " + venue + " (Semantic Event)”;

}


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“Semantic Markup Exists”

Rule

Triggers if semantic markup exists

{{event}} equals “gtm.dom”;

{{semantic markup detection}} equals “true”;


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Attach to “Page View” tag

Tag

Triggers if semantic markup exists


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Enjoy!

Apply “Semantic Markup” as a secondary dimension


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A more elegant solution

for a more civilized age.


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DATALAYER


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Application

Layer

Data

Layer

Experience

Layer


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Application

Layer

Data

Layer

Experience

Layer

WOW


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JavaScript Object Notation for Linked Data


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JavaScript


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JavaScript

Structured Data


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JavaScript is a transporter for Structured Data

JavaScript

Structured Data


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JSON-LD via GTM via DataLayer


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Semantic Analytics from dataLayer<script> - dataLayer

Populate a dataLayer with application layer (database) info


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Semantic Analytics from dataLayerMacro - “dataLayer – {{itemprop}}”

Then create dataLayer Variable Macros in GTM


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Semantic Analytics from dataLayerMacro - “Semantic Custom Dimension Values”

Then create JavaScript Macro to build analytics values


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Semantic Analytics from dataLayerTag – Add to “Page View”

Use the Macro to set your semantic Custom Dimension


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Here’s where it gets really cool.


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JSON-LD from DataLayer via GTM


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Create a Custom HTML tag, using Macros as variables


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Fire the tag on all pages with semantic data


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It’s always a good idea to validate!developers.google.com/structured-data/testing-tool/


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Rich Snippets in Search

without having to markup content!


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Epilogue

Don’t just implement structured data.

Track its performance.


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Epilogue

Leverage semantic data.

to enhance your analytics.


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Let semantic analytics

inform your marketing strategy.


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Epilogue

Simplify your rollout using JSON-LD

powered by a rich dataLayer.


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Downloadbit.ly/semantic-west


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Link Bundlebit.ly/next-gen-data


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An Elegant Solution For Tracking and Executing Semantic SEO

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